Becoming an internet celebrity is a dream career for many young people, and now it is even possible to study at universities to obtain relevant degrees.
The Walter Cronkite School of Journalism and Mass Communication at Arizona State University has introduced a new program this fall, offering a Bachelor’s degree in Content Creation. Students will not only learn about video production, podcasting, and studio photography, but also acquire skills in community management and branding.
However, this new major has sparked controversy. Critics question whether spending four years and a significant amount of tuition in a highly competitive and financially unstable industry like internet celebrity can really lead to a sustainable livelihood upon graduation.
The “Content Creation Bachelor’s Degree” offered by Arizona State University includes courses similar to those in Mass Communication and Media Studies, but also features electives in podcast production, studio photography, and on-camera performance.
In terms of tuition fees, the basic tuition for Arizona residents is approximately $12,000 per academic year, excluding scholarships. When adding accommodation, meals, and other expenses, the total cost of attendance per academic year could exceed $37,000. For out-of-state students, tuition exceeds $35,000, and with additional costs, the total cost of attendance is around $60,000 per academic year, without factoring in scholarships.
However, Arizona State University is not the first in the United States to offer a “Content Creation” program.
In recent years, with the flourishing development of the internet celebrity industry, many American universities have started offering related courses, and even introduced certificates or minors in content creation. For example, Syracuse University, Quinnipiac University, and Colorado State University have launched minors in content creation. St. Bonaventure University announced the introduction of a major in Content Creation.
Brooke Erin Duffy, a communications professor at Cornell University, stated that these university programs signify content creation gradually being recognized as a formal profession. Over the past year, various fields, including education, have begun acknowledging content creation as a viable career path, despite the negative connotations that the term “influencer” may evoke.
Duffy emphasized that many people believe internet celebrities “just take selfies and earn a large income without doing much,” but in reality, content creators invest significant time in content production, fan engagement, brand collaboration negotiations, and handling various business affairs. She said, “It is a time-consuming and labor-intensive job, and income is not usually high – at least not in the beginning. However, these hardships are often masked by the imagination of ‘this is a dream job.'”
Max Willens, Chief Analyst at eMarketer, stated that the social media market is already quite saturated, and competition will only become more intense in the coming years. The idea that obtaining a specialized university degree can suddenly turn someone into a “content creation machine” may need to be revisited in reality.
eMarketer estimates that the income of social media creators in the United States will surpass $20 billion this year. This figure may seem impressive, but it does not mean that every creator will receive a large income. Willens noted that although this industry appears profitable, “most of the income does not go into the pockets of the creators,” and internet celebrities mainly earn money through platform rewards, commission from product sales, and brand sponsorship fees, with sponsorship income being the highest.
Duffy pointed out that universities offering degrees in content creation may capitalize on the desire of students and parents to spend money on a college education with the expectation of finding a “rewarding job” afterward, as being an internet celebrity is often mistakenly seen as a fast track to wealth. However, she admitted, “Whether this degree can actually bring returns is another matter.”
(Adapted from an Associated Press report)